New film releases will cost from £3.45 to rent, and £8.99 to buy, while TV shows are on offer to buy from £1.89 per episode and from £5.99 per series.

A look at the new site as of the time of writing shows everything from the new Star Wars film to the latest Jennifer Lawrence-led drama, Joy, and new Steven Spielberg thriller Bridge of Spies available.

Interestingly, the service also seems to include Netflix original content, with Daredevil available in the TV section.

What’s more, you don’t need a set top box to use the service and there’s the option to download your rentals for offline viewing, à la Amazon Prime Video.

This latest venture is the result of TalkTalk acquiring streaming service Blinkbox last year. The company has now updated the platform with more than 7,000 new titles, all of which can be rented and watched on a range of devices, from laptops to phones and tablets.

Users can register up to five different devices and existing TalkTalk customers can watch one film or show on their TalkTalk TV while streaming or downloading another on their phone, laptop, or tablet.

TalkTalk TV Store also works with LG and Samsung smart TVs from 2012 onwards and supports Google Chromecast.

The move puts TalkTalk in direct competition with similar services from Sky, iTunes, Amazon Prime, and BT.

Sign up for the newsletter

Please keep me up to date with special offers and news from Trusted Reviews and other brands within the Time Inc. UK Group by email. You can unsubscribe at any time.

We'd also like to send you special offers and news just by email from other carefully selected companies we think you might like. Your personal details will not be shared with those companies - we send the emails and you can unsubscribe at any time. Please tick here if you are happy to receive these messages.